“Sex and the City” vs. “Indiana Jones and the . . .” It’s tempting to stage this as a celebrity grudge match, but it really isn’t. The highly anticipated “Sex and the City” did phenomenally well when it opened, while “Indiana Jones” seems to have an incredibly long and profitable life ahead for itself. In mid-June, “Sex” had higher gross sales than “Indy,” but Jones’ total sales were projected to more than double those of Carrie Bradshaw and friends, according to Variety.
It’s also temping to label these as a “chick flick” and a “guy’s movie,” too—but that’s not true either. Despite what you’ve heard (and what some might admit to), plenty of men went to see “Sex and the City,” and there were many women who enjoy seeing action moves (and Harrison Ford) in line to see “Indiana Jones.”
What can window coverings designers, workrooms and dealers learn from this? We have a few answers in this month’s issue. In her “Design Perspectives” column (page 24), Karla Nielson notes the necessity, and profitability, of finding the common ground between genders when creating shared spaces. Yes, at the risk of sounding incorrect, there are things that women prefer that men don’t and vice-versa. But times and people have changed some, Karla writes. Men and women both enjoy visually pleasing, comfortable interiors with a touch of luxury—it’s the interpretation and ways of achieving those that vary!
We follow this up with “Mutual Interest,” our July Portfolio (page 28). Here are seven pages of room-setting photographs selected to illustrate how to create spaces—mostly bright and energetic—that appeal to both genders while including enough detailed touches that women will find pleasing and men will find comforting.
But in this industry, being one of fashion and emotion as well as function, the scale tips to the side women. In “Managing For Money” (page 36), Steve Bursten tells us what we can learn from “Sex and the City.” “Guys,” Steve writes, “you will see this movie if you’re smart.” Watch the women in the audience, he advises. “This is your customer you’re watching!” His point is that emotion sells high-margin, high-end custom window treatments, and the sooner you learn to sell the pride, personal satisfaction and admiration that comes with owning a truly custom, beautiful design the sooner your business will make that leap to next level of success.
It boils down to that oldest adage in the sales game: “Sex” sells.